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Market Analysis and Development Strategy of E-Commerce in China May 2015


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Market Analysis and Development Strategy of E-Commerce in China May 2015

SKU ASKJAN11618
Category E Commerce
Publisher ASKCI
Pages 0
Published May-15
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News/Press Release

Table of Content

Chapter 1 Overview of E-Commerce Industry in China 1
1.1 Introduction to E-Commerce 1
1.1.1 Definition 1
1.1.2 Key Characteristics 1
1.1.3 Types of E-Commerce 2
1.1.4 Functions 3
1.1.5 Business Model 4
1.2. The Ecosystem of E-Commerce 5
1.2.1 Ecosystem from Technical Perspective 5
1.2.2 Ecosystem from Commercial Perspective 6
1.2.3 Ecosystem from Social Perspective 7
1.3. SWOT Analysis of E-Commerce 8
1.3.1 Strengths 8
1.3.2 Weaknesses 9
1.3.3 Opportunities 9
1.3.4 Threats 10
Chapter 2 Development Environment Analysis of E-Commerce in China 12
2.1 Policy Environment Analysis 12
2.2 Consumption Environment Analysis 13
2.2.1 The Influence of Residents’ Income Level on E-commerce 13
2.2.2 The Influence of Urbanization on E-Commerce 14
2.3 Network Environment Analysis 14
2.3.1 Netizen Scale 14
2.3.2 Structure Characteristics of Netizen 17
Chapter 3 Research on Online Shopping Users in China 21
3.1 Analysis of Online Shoppers by Region 21
3.1.1 Basic Information of Users 21
3.1.2. Characterless of Users 24
3.2 Analysis of Online Shoppers by Age 28
3.2.1 Online Shop Frequency of Use by Age 28
3.2.2 Time Period for Online Shop Browsing by Age 29
3.2.3 Major Criteria for Products Choosing by Age 30
3.2.4 Monthly Average Number of Transaction by Age 31
3.2.5 Attitudes to Mobile Shopping by Age 32
3.2.6 Ratio of Online Shopping Spending to Daily Consumption 32
3.3 Analysis of Non Online Shoppers 33
3.3.1 Non Online Shoppers 33
3.3.2 Light Users of Online Shopping 35
3.3.3 Improving Repurchase Rate 38
3.3.4 Reducing Loss of Online Shoppers 44
3.4 Social Marketing 47
3.4.1 Social Shopping Guide Websites 47
3.4.2 Social Shopping on Weibo 48
3.4.3 Browse of Social Websites before Purchase 49
3.4.4 Purchase through Social Shopping on Weibo 50
3.4.5 Spending on Social Shopping versus Online Shopping 51
3.5 User Behavior in Key Areas 51
3.5.1 Mobile Shopping 51
3.5.2 Overseas Online Purchasing 55
3.5.3 Group Purchase 57
Chapter 4 Operation Status of Global E-Commerce Industry 60
4.1 General Development of Global E-Commerce 60
4.1.1 Development of E-Commerce 60
4.1.2 Characteristics of Global E-Commerce 60
4.1.3 Development Characteristic of Global E-Commerce 61
4.2 Operation of Global E-Commerce Industry 61
4.2.1 Current Development 61
4.2.2 Analysis of E-Commerce Legislation in Europe and America 61
4.2.3 Drivers for the Rapid Development of E-Commerce in Europe and America 62
4.2.4 Specialization and Industrialization of E-Commerce in Europe 62
4.2.5 Rapid Development of E-Commerce in Latin America 63
Chapter 5 Operation Status of Chinese E-Commerce Industry 65
5.1 Profit Model of E-Commerce in China 65
5.1.1 Profit Model 65
5.1.3 Elements that Influence Profit Model 65
5.2 General Development of E-Commerce Industry in China 66
5.2.1 Stage of Development for E-Commerce 66
5.2.2 Current Situation of E-Commerce in China 67
5.2.3 Transaction Scale of E-Commerce Market 67
5.2.4 Market Analysis of Online Shopping 68
5.2.5 Market Analysis of Group Purchase 70
5.3 Development of E-Commerce in Major Areas 73
5.3.1 Distribution of E-Commerce in China 73
5.3.2 Development of E-Commerce in Zhejiang 73
5.3.3 Development of E-Commerce in Guangdong 73
5.3.4 Development of E-Commerce in Beijing 74
5.3.5 Development of E-Commerce in Shanghai 74
5.3.6 Development of E-Commerce in Jiangsu 74
Chapter 6 Current Development of E-Commerce in China 75
6.1 Introduction to M-Commerce 75
6.1.1 Definition 75
6.1.2 Application of M-Commerce 75
6.2 Development of M-Commerce Market 75
6.2.1 Characteristics of M-Commerce Industry 75
6.2.2 Current Situation of M-Commerce 76
6.2.3 Transaction Scale of M-Commerce 76
6.2.4 Market Share of M-Commerce 77
Chapter 7 Analysis of Supporting Industry for E-Commerce in China 78
7.1 Development and Trend of E-Commerce 78
7.1.1 Internet Resource Scale 78
7.1.2 Internet Economic Development Analysis 78
7.1.3 Application Usage 79
7.2 Development and Trend of Online Payment 80
7.2.1 Development of Online Payment 80
7.2.2 Current Situation of Online Payment 81
7.2.3 Key Players of Online Payment 83
7.3 Development and Trend of E-Commerce Logistics Industry 85
7.3.1 Logistics Operation of E-Commerce in China 85
7.3.2 Advantages and Disadvantages of Logistics Mode 86
Advantages 86
Disadvantages 86
Chapter 8 Chinese E-Commerce Promotion Pattern and Cases Analysis 87
8.1 Search Engine Marketing (SEM) 87
8.1.1 Current Search Engine Marketing 87
8.1.2 Search Engine Promotion Pattern 87
8.1.2 Analysis of Search Engines Promotional 88
8.2 Weibo Promotion 88
8.2.1 Advantages and Disadvantages of Weibo Promotion 88
8.2.2 Analysis of Weibo Promotion 89
8.3 WeChat Promotion 89
8.3.1 WeChat Promotion Introduction 89
8.3.2 WeChat Promotion Application 90
8.4 Video Promotion 90
8.4.1 Advantages of Video Promotion 90
8.4.2 Analysis of Video Marketing 91
8.5 Q&A Promotion 91
8.5.1 Q&A Promotion Operation Pattern 91
8.5.2 Analysis of Q&A Promotion 92
8.6 Enterprise News Marketing 92
8.6.2 Enterprise News Marketing Pattern 92
8.6.3 Strategies of Enterprise News Marketing 93
8.6.3 Analysis of News Marketing 93
Chapter 9 Analysis of Chinese B2B E-Commerce Pattern 94
9.1 Introduction to B2B E-Commerce 94
9.1.1 Classification of B2B 94
9.1.2 Industrial Chain Structure 95
9.2 Development of B2B E-Commerce 95
9.2.1 Stage of Development 95
9.2.2 Business Model 96
9.2.3 Market Scale of B2B E-Commerce 96
9.2.4 B2B Industry News 97
9.2.5 Development Trend 98
9.3 Competitive Analysis of B2B E-Commerce 98
9.3.1 Main Competition Means 98
9.3.2 Key Players Overview 99
Chapter 10 Analysis of Chinese B2C E-Commerce Pattern 100
10.1 Introduction to B2C E-Commerce 100
10.1.1 Business Model 100
10.1.2 Industrial Chain Structure 101
10.2 Market Scale and Competitive Analysis of B2C E-Commerce 101
10.2.1 Market Scale of B2C E-Commerce 101
10.2.2 Key Players Overview 102
Chapter 11 Analysis of Chinese O2O E-Commerce Pattern 104
11.1 Introduction to O2O E-Commerce 104
11.1.2 O2O E-Commerce Application Domains 104
11.1.3 Analysis of O2O E-Commerce Operation Model 104
11.1.4 Chinese O2O E-Commerce Market size 104
11.2 Analysis of O2O E-Commerce Application Domain 105
11.2.1 O2O Restaurants 105
11.2.2 O2O Retails 105
11.2.3 O2O Travels 105
11.2.4 O2O Education 106
11.2.5 O2O Automobile 106
Chapter 12 Analysis of Other E-Commerce Patterns 107
12.1 Analysis of Chinese C2C E-Commerce Pattern 107
12.2 Analysis of Chinese C2B E-Commerce Pattern 107
12.2.1 Stage of Development 107
12.1.2 Application of C2B 108
Chapter 13 Analysis of Chinese E-Commerce Implement In Various Industries 109
13.1 Clothing Ecommerce 109
13.2 Cosmetics Ecommerce 109
13.3 Food Industry Ecommerce 110
13.4 Household Appliances Ecommerce 110
13.5 Insurances Ecommerce 111
13.6 Agriculture Ecommerce 111
13.7 Pharmaceutical Ecommerce 111
13.8 Tourism Ecommerce 112
13.9 Foreign Trade Ecommerce 113
Chapter 14 Analysis of Major E-Commerce Companies in China 114
14.1 Analysis on Apparel E-Commerce Businesses 114
14.1.1 Vancl 114
14.1.2 Moonbasa 116
14.1.3. MecoxLane 117
14.2 Analysis on Cosmetics E-Commerce Businesses 119
14.2.1 Jumei 119
14.2.2 Lafaso 121
14.3 Analysis on Food E-Commerce Businesses 123
14.3.1 Yihaodian 123
14.3.2. Womai.com 124
14.4 Analysis on Home Appliance E-Commerce Businesses 125
14.4.1 JD.com 125
14.4.2 Suning.com 127
14.4.3 Gome Online 130
14.5 Analysis on Comprehensive E-Commerce Businesses 131
14.5.1 Taobao 131
14.5.2 Dangdang 132
14.5.3 Eachnet 135
Chapter 15 2015-2020 Chinese Ecommerce Prospection and Forecast 137
15.1 Drivers and Barriers for the Development Chinese E-Commerce Industry 137
15.1.1 Drivers 137
15.1.2 Barriers 137
15.2 Trends for Chinese E-Commerce Industry 2015-2020 138
15.3 Forecast of the Chinese E-Commerce Market Scale 2015-2020 138
15.3.1 Ecommerce Transaction Scale Forecast 138
15.3.2 B2B E-commerce Transaction Scale Forecast 139
15.3.3 B2C E-commerce Transaction Scale Forecast 140
15.3.4 C2C E-commerce Transaction Scale Forecast 140
Chapter 16 2015-2020 Chinese E-commerce Investment Opportunity Strategic Analysis 142
16.1 Chinese Ecommerce Investment Introduction 142
16.2 Analysis of Chinese E-commerce Investment Opportunity 2015-2020 142
16.2.1 E-commerce Investment Opportunity Analysis 142
16.2.2 Investment Opportunities in Cross-Border E-Commerce 143
16.2.3 Investment Opportunities in Derived Industry 143
ASKCI’s legal disclaimer 144

List of Figures

Figure 1 Situation of China’s urban per capita disposable income, 2010-2014 13
Figure 2 Situation of China’s rural per capita net income, 2010-2014 13
Figure 3 Development trends of China’s urbanization, 2009-2015 14
Figure 4 China’s netizen scale and internet penetration rate, 2005-2014 15
Figure 5 Scale situation of China’s online shopping and mobile internet shopping, 2013-2014 15
Figure 6 China’s mobile internet users scale and proportion of mobile internet users in the total netizen, 2007-2014 16
Figure 7 Gender structure trends of China’s netizen, 2013-2014 18
Figure 8 Age structure trends of China’s netizen, 2013-2014 18
Figure 9 Educational level structure trends of China’s netizen, 2013-2014 19
Figure 10 Occupation structure of China’s netizen in 2014 19
Figure 11 Personal income structure of China’s netizen, 2013-2014 20
Figure 12 Gender of Online Shoppers by Region 21
Figure 13 Age Group of Online Shoppers by Region 22
Figure 14 Education Level of Online Shoppers by Region 23
Figure 15 Occupation of Online Shoppers by Region 23
Figure 16 Income Level of Online Shoppers by Region 24
Figure 17 Time Period for Online Shop Browsing by Region 25
Figure 18 Major Criteria for Unfamiliar Products Choosing by Region 26
Figure 19 Major Criteria for Familiar Products Choosing by Region 26
Figure 20 Monthly Average Number of Transaction by Region 27
Figure 21 Semi-annual Average Spending on Online Shopping by Region 28
Figure 22 Online Shop Frequency of Use by Age 29
Figure 23 Time Period for Online Shop Browsing by Age 29
Figure 24 Major Criteria for Unfamiliar Products Choosing by Age 30
Figure 25 Major Criteria for Familiar Products Choosing by Age 31
Figure 26 Monthly Average Number of Transaction by Age 31
Figure 27 Attitudes to Mobile Shopping by Age 32
Figure 28 Ratio of Online Shopping Spending to Daily Consumption 33
Figure 29 Reasons that Prevent Users from Shopping Online 34
Figure 30 Non Online Shoppers’ Attitude to Online Shopping 35
Figure 31 Time period of online shopping browsing for light users 36
Figure 32 Light users’ attitude to mobile shopping 37
Figure 33 Major criteria for light users in unfamiliar product choosing 37
Figure 34 Major criteria for light users in familiar product choosing 38
Figure 35 Reasons for Repurchase 39
Figure 36 Reasons for Repurchase on Taobao 39
Figure 37 Reasons for Repurchase on Tmall 40
Figure 38 Reasons for Repurchase on Yihaodian 41
Figure 39 Reasons for Repurchase on Dangdang 41
Figure 40 Reasons for Repurchase on JD.com 42
Figure 41 Reasons for Repurchase on Vipshop 43
Figure 42 Reasons for Repurchase on Amazon 43
Figure 43 Reasons for Online Shoppers Loss 44
Figure 44 Reasons for Online Shoppers Loss on Taobao 45
Figure 45 Reasons for Online Shoppers Loss on Dangdang 46
Figure 46 Reasons for Online Shoppers Loss on Vancl 46
Figure 47 Reasons for Online Shoppers Loss on JD.com 47
Figure 48 Use of Social Shopping Guide Websites 48
Figure 49 Whether Users has Repost Product Information on Weibo and “@” Friends 49
Figure 50 Whether Online Shoppers Browse Social Websites before Purchase 50
Figure 51 Purchase through Social Shopping on Weibo 50
Figure 52 Comparison of Semi-annual Average Spending between Social Shopping and Online Shopping 51
Figure 53 Whether Users have used Mobile Phone to Search for Product Information 51
Figure 54 How Users Browse Product Information on Mobile Phone 52
Figure 55 Whether Users Have Conducted Mobile Shopping in the Past Six Months 53
Figure 56 Time Period for Mobile Shopping 53
Figure 57 Semi-annual Average Spending on Mobile Shopping and Online Shopping 54
Figure 58 Online Shoppers that have Overseas Online Purchasing Experience 55
Figure 59 Product Category for Overseas Online Purchasing 55
Figure 60 Number of Time Purchasing 56
Figure 61 Proportion of Group Purchase Users in Online Shoppers 57
Figure 62 Product Category for Group Purchase 58
Figure 63 Number of Times Group Purchasing 58
Figure 64 Semi-annual Average Spending on Group Purchase and Online Shopping 59
Figure 65 Operation model of NETEVEN in France 63
Figure 66 E-commerce logistics process of EMONS in Germany 63
Figure 67 Transaction scale of e-commerce in China, 2011-2014 67
Figure 68 Growth Tendency of Chinese Online Shopping Transaction, 2011-2014 68
Figure 69 Tendency of the portion of Online Shopping Transaction to Total Social Sales, 2011-2014 68
Figure 70 Chinese Online Shopping Market Structure, 2011-2014 69
Figure 71 Chinese Online Shopping Brands Market Shares in 2014 70
Figure 72 User scale and usage rate of group purchase via PC and mobile phone, 2013-2014 71
Figure 73 Growth Tendency of Chinese Group Purchases Market Transaction Volume, 2011-2014 71
Figure 74 Chinese Group Purchases Penetration Rate of Brand in 2014 72
Figure 75 Chinese m-commerce transaction scale, 2011-2014 76
Figure 76 User scale and usage of online/mobile payment, 2013-2014 80
Figure 77 Transaction scale of Internet third party payment in China, 2010-2014 81
Figure 78 Third party payment transaction scale structure, 2014 82
Figure 79 Brand penetration rate of the Chinese online payment market 82
Figure 80 Chinese online banking transaction scale and growth rate, 2010-2014 83
Figure 81 Chinese online banking market share in terms of transaction scale in 2014 84
Figure 82 B2B Industrial Chain Structure 95
Figure 83 Transaction scale of B2B market, 2011-2014 96
Figure 84 Number of companies served and trend of B2B market, 2010-2014 97
Figure 85 Revenue scale of SMEs B2B market, 2011-2014 97
Figure 86 Market share of key B2B service providers in 2014 99
Figure 87 B2C Industrial Chain Structure 101
Figure 88 B2C e-commerce transaction scale in China, 2011-2014 102
Figure 89 Market share of key B2C sites in terms of transaction scale in 2014 102
Figure 90 Market share of direct sales B2C sites in terms of transaction scale in 2014 103
Figure 91 Chinese C2C e-commerce transaction scale and growth rate, 2011-2014 107
Figure 92 Cosmetics Domestic Online Sales, 2008-2015 110
Figure 93 Chinese Online Tourism Market Shares in 2014 113
Figure 94 Chinese E-commerce Market Transaction Scale Forecast, 2015-2020 139
Figure 95 Chinese B2B E-commerce Transaction Scale Forecast, 2015-2020 139
Figure 96 Chinese B2C E-commerce Transaction Scale Forecast, 2015-2020 140
Figure 97 Chinese C2C E-commerce Transaction Scale Forecast, 2015-2020 141

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